Social proof principle

Principle

If other people are doing something, it must be ok for me to do
it too.

If other people are refraining from doing something, then it is
probably not a good idea for me to do it.

How it works

We are social and tribal beings, and what others think about us remarkably
important. In our need for a sense of
identity we seek to
belong and so easily
conform with what others are
doing.

Uncertainty

This effect is particularly significant when we are uncertain what to do, for
example when we find ourselves in unfamiliar situations. This also leads to the
Bystander Effect
where nobody will help a person in distress, mostly because nobody else is
acting.

Social permission

The reverse effect happens too. When others are doing something that we know
is wrong, we are more likely to assume that it is ok to do it too. This explains
something of how peaceful crowds can turn into unlawful mobs. It also explains
how young people turn to drugs and crime when they see their peers acting this
way.

Social taboos

The action of taboos work this way too. If I do something in an unfamiliar
situation such as in a different culture, then notice that others are looking in
a disapproving way, I will quickly refrain and maybe apologize.

So what?

In unfamiliar social situations you can learn a lot of the unwritten rules by
watching what others do and do not do. If you want to persuade them, you need to
understand the basic social permission system.

When people are frozen in a tricky situation, you can gain hero status by
acting first.

If you fall over in the street, do not just yell 'help' -- point at a person
and give them specific instructions.